Rita Ora debuts new Material Girl collection

Madonna and daughter Lourdes's junior clothing label features Rita in the streets of London posing next to iconic London landmarks such as Buckingham Palace and Big Ben.

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The 22-year-old star announced that she was replacing British model Georgia May Jagger as the face of the US label in June, following reports that she had signed a $760,000 contract with the brand.

Following her appointment of Material Girl's face for the back-to-school season, Madonna and Lourdes admitted that they were extremely excited to have the Brit talent representing their label.

"Rita is a talented beauty but what really drew us to her is the confidence she oozes through her music and her unique sense of style," they said in a statement.

"On stage or off, in photos or in the street – she's a magnet! This is what the Material Girl brand is all about," they explained.

Jay-Z's protégée was first spotted shooting for the new campaign in May, several weeks before she was confirmed as the latest face for the fashion line, which is sold exclusively at Macy's.

"To be handpicked by Madonna and her incredibly cool daughter Lola is the largest of all compliments." Rita explained.

"This has been an amazing Material Girl tour around my hometown, London, taking loads of pictures, dressing up and having fun," the star described after the shoot.

In the pictures, the How We Do singer can be seen elegantly posing on top of a London double-decker bus in a simple summer dress. In another snap, posted on her Instagram account, she is pictured outside the gates of Buckingham Palace wearing a patriotic Royal Guard's bearskin hat.